PREFACE

The wide ambit of the project, which is the internal part of the BBA course, guaranteed

me extensive exposure to various concept of GSM,CDMA ,Flip and other camera and

video technologies among other things. Apart from these technical and non-technical

aspect, I learnt the all important skills of team work, official communication, work ethic

and responsibility.

During the course of training we were expected to use and apply our academic

knowledge to gain a valuable insight with all its environmental operational complexities.

The said training offered a valuable opportunity to us to meet the academic knowledge

and transform it into practical one.

I undertook the said training at Micromax Telecom Division. During the training I did a

survey aims at studying and analysis the current market scenario of mobiles,

requirements of the customers about the features and its pros and cons, future needs of

various mobile companies.

I had the unique privilege to assume an assortment of role including problem

identification, theoretical framework, research design, experimental design and setup,

data collection, analysis and interpretation, observing findings and providing suggestions

and recommendations etc. and also gained valuable experience of working in a formal

industrial setup which would go a long way in building a sound career in marketing field

in future. Also its is my heartful gratitude to Micromax for providing me their world class

facilities and delightful work environment and ambience.

In the report I have put my best efforts to compile the data to the highest level of

accuracy and give my views to best of my judgment.

INTRODUCING MICROMAX MOBILES IN INDIAN MARKET

OBJECTIVE: To study micromax mobiles in Indian market and to identify their marketing strategies.

INDUSTRY PROFILE:

The growth has more or less flat [owing to low sales figure in Q1] –

in total, 101.54 million units of sales were registered.

Local manufacturers have grabbed 18.1% market share [from 0.9% in

2008].

Only 5 local manufacturers in 2008 and the number stands at 28 now.

Nokia market share in India fell from 56.2% share in 2008 • to 54.1%

in 2009.

Samsung Electronics Co. Ltd’s share rose marginally to 9.7% from

9.5%.

LG’s share dropped from 7.2% to 6.4%.

Of the local manufacturers, Micromax leads the race and holds a

market share stands of 4.8%.

Courtesy: IDC report on growth of mobile sales in India, 2009

COMPANY PROFILE: Micromax Informatics Ltd is a New Delhi, India

based Telecom manufacturer and distribution partner to Nokia, Samsung,

LG etc for their IT / Telecom products in India. With an annual turnover of

INR 5000 million, Micromax has offices in all major India cities and global

offices in Dubai and USA.Micromax has been making supplies to the Indian

GSM operators for their different telecom requirements and is now

expanding their product range to the global markets. Micromax's products

comes with a qualty seal meaning product satisfaction, high relieability

resulting in repeated business. Micromax has their own 24 hour operational

customer service centre just in case you need that small bit of information

albeit at the wrong hour.

Vision

Micromax India's Vision entails helping people improve the

quality of their lives by providing them with superior quality,

state-of-the-art technology products at the right time and the right

price. But beyond its role as a purveyor of quality products in

India, Micromax seeks to contribute to the economic growth of

the country though its export commitments and large scale

production facilities generating secured employment for hundreds of Indian people.

At Micromax, we strive to contribute to the development of the electronics and

components industry in India by enhancing the knowledge levels of our workforce

through the introduction of our advanced management systems and production know-how

in our manufacturing facilities by introducing our Indian vendors to our world class

quality systems and helping them in improving them in their own quality systems and

production processes and setting benchmarks for the industry both in terms of after sales

service for our products, quality systems and management techniques at our facilities or

our products themselves.

At Micromax, we believe in returning to the community some of the profits we earn from

it, through the social causes we espouse. We view ourselves not as an MNC operating in

India, but as an 'Indian Company' operating here, conforming to the laws of the country

and committed to working for the Indian community.

We want and to be seen as the 'Most Respected' Indian Company.

Value & Philosophy

What makes MICROMAX one of the world's leading companies?

How we got here

Ever since it was founded in 1938, MICROMAX has continually refined its mission

statement to respond both to change in itself and in the world: "Economic contribution to

the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan

represents significant moments in MICROMAX's history, reflecting different stages of

the company's growth from a domestic industrial leader into a global consumer

electronics powerhouse.

In the 1990's, we once again acknowledged the need to transform our mission statement to keep pace with our growing global

operations, rapid changes in the world economy, and escalating competition from well-established rivals.

Our Management Philosophy

"We will devote our human resources and technology to create superior products and

services, thereby contributing to a better global society."

Our management philosophy represents our strong determination to contribute directly to

the prosperity of people all over the world - a single human society. Key to our efforts is

our own people, whose talent and creativity are dedicated to doing their best at all times.

Technology also plays an important role in making it possible to achieve higher standards

of living. And superior products and services are what we are all about.

We believe that the success of our contributions to society and to the mutual prosperity of

people across national boundaries truly depends on how we manage our company. Thus,

we challenge the world to create the future with our customers. Our determination is

growth - a perpetual challenge - but always working within the context of cooperation

and inclusion of our customers.

Research & Development

The company’s thrust on Product Innovation and R&D have given the company a

competitive edge in the marketplace. Micromax has set up Micromax India Software

Centre (SISC) and Micromax India Software operations unit (SISO) for software

development at Noida and Bangalore respectively. While the Micromax India Software

Centre in developing software solutions in Micromax’s global software requirements for

hi-end television like Plasma and LCD TVs, SISO is working on major projects for

Micromax Electronics in the area of telecom: wireless terminals and infrastructure,

Networking, SoC (System on Chip) Digital Printing and other multimedia/digital media

as well as application software. In addition to working on global R&D projects, SISO is

also helping Micromax India’s CDMA business by focusing on product customization for

the Indian market. While the Micromax India R&D Centre has around 300 employees,

SISO currently employs over 800 highly skilled professionals.

With an investment of over USD 100 million, SISO is charting out major growth plans in

the country, with its current focus being in the 4G & Multimedia area. SISO has already

applied for 145 patents based on the software development carried out here in India. In

fact, SISO has a special Intellectual Property Team working on securing Patents for its

breakthrough projects. SISO plans to continue its focus on Multimedia & Protocol

development; build a strong competency in technology and focus on WCDMA

technology and User Interface.

Micromax India is also carrying out Hardware R&D at its Noida R&D Centre. The focus

of the R&D Centre is to customize both Consumer Electronics and Home Appliance

products to better meet the needs of Indian consumers. From colour televisions designed

for higher sound output, to washing machines with special ‘Saree Wash Course’, DNIe

vision series of Flat CTVs especially designed for the Indian market to Micromax

mobiles with regional language menus, the Micromax R&D Centres in India are helping

the company to continuously innovate and introduce products customized for the Indian

market.

MICROMAX group timeline and History

Pioneering the digital age (2000 ~ Present)

With the start of the second millennium, MICROMAX begins its second century.

Humanity must now successfully manage the opportunities and challenges resulting from

the new and quickly changing digital paradigm with equally revolutionary changes in the

rules it uses to do business. Currently, MICROMAX Group is undergoing changes in its

business structure, management perspective and systems, and corporate culture to meet a

global standard. We regard the digital age as having both incalculable potential and risks.

It's a time of intense competition-fortunes can be made or lost in the blink of an eye.

However, at MICROMAX, we see challenges as opportunities. Which is one reason we

believe that we are perfectly positioned to be one of the world's recognized leaders in

digital technology.

Our commitment to being "World's Best" has succeeded in securing the number one

global market share for thirteen of our products. Our target is nothing less than to have

thirty number one "world products" by 2005, adding digital TVs, IMT 2000, and printers

to our current world market leaders-semiconductors, TFT-LCDs, monitors and CDMA

mobile phones. At the same time, we are making historic advances in research and

development of our overall semiconductor line, including flash memory and non-

memory, custom semiconductors, and DRAM and SRAM. For example, MICROMAX

Electronics, which has been among the world's top 10 in US patents for four consecutive

years, has 13,000 researchers representing a US$ 1.7 billion investment in Research and

Development.

In the financial market, MICROMAX is also committed to being the World's Best.

MICROMAX Card has been selected as the "Best Card Company in the New

Millennium" by Master Card, the result of securing more than 1 million members within

one year through the release of "Aha Loan Pass," the first loan-only card in Korea.

Euromoney has also selected MICROMAX Securities as the "Best Security Company"

for the 3rd consecutive year. And MICROMAX Life Insurance has ranked as 10th largest

company by Fortune's "Global 500" in the Life/Health insurance category

We are also actively promoting our brand value, a key engine of business growth.

MICROMAX's brand value increased to US$8.31 billion in 2002 from US$6.37 billion in

2001 and was recognized by Interbrand Corporation as the fastest growing global brand.

How did we make such astounding progress in such a short time?

One answer is that we are perpetually engaged in achieving global competitiveness

through continually improving our financial structure and profitability and looking at the

structure of our organization. Reducing production costs and working hard to maintain

our brand image have also contributed mightily to our surge. Accordingly, MICROMAX

Electronics has secured a nation's credit rating from S&P and Moody's while

MICROMAX Fire also has been recognized by S&P for its stability and growth potential

and has received its second consecutive A rating.

Another clue to the quick pace of our development goes to the heart of our management

philosophy "We will devote our human resources and technology to create superior

products and services, thereby contributing to a better global society." Our active

participation in various sports events around has helped promote community spirit as well

as returning corporate profits to society. As a Worldwide Olympic partner in the wireless

equipment sector for the 2000 Sydney Olympics, MICROMAX provided 25,000

advanced digital wireless telecommunication devices including mobile phones. We also

have served in that capacity at the 1999 Nagano Winter Olympics, and will be a

Worldwide Olympic Partner in the 2006 Torino Olympics and 2008 Beijing Olympics.

We actively participate as a contributor in the Asian Games, MICROMAX Nations Cup

Riding Competition, MICROMAX Running Festival, MICROMAX World

Championship (a U.S. LPGA Tour), and many other sporting events around the world.

In 2000, MICROMAX started its management program with a new twist and aimed to

stay ahead of the great waves of digital changes now engulfing the world. We expect

nothing less than to lead the digitalization of society with our advanced technologies,

competitive products, and professional human resources.

PRODUCT PROFILE

Overview

Towards realizing the vision of Micromax Electronics to become one of the leading

handset manufacturers in the world, Micromax India Software Operations (SISO) is an

important cog in the wheel.

Telecom Team at SISO is involved in designing and building software for the mobile

terminals encompassing the current and future technologies, and the applications therein,

for Micromaxs latest mobile handset equipments.

Expertise in the Handset Technology

Engineers at SISO are involved in building mobile handset software for a variety of

standards, established and emerging, such as GSM/GPRS dual mode handsets, CDMA

2000 1x (and variations thereof such as EV-DO, EV-DV etc.),WCDMA protocol stacks,

dual mode handset software (CDMA2000 1x and WCDMA) and all important

interoperability issues.

The much touted applications such as multimedia environments and functionalities in the

third generation wireless standards (3G) are a key focus area at SISO. Customization of

CDMA phones to cater for an Indian scenario is one of the high priority things at SISO.

Work is going on towards developing user interfaces for software applications in local

languages. To deliver world class quality software, the testing team rigorously tests and

evaluates the product, before delivering it to the customer.

SISO believes that "Innovation is not only useful, it is the only way to move up the

technology value chain in the rapidly changing wireless business environment".

Engineers are encouraged and motivated to think and patent new, innovative and useful

ideas relevant to the business environment the work so far has resulted in numerous

patent filings.

Technical info GSM

Concept of GPRS

General packet radio services (GPRS) is a standardized

packet-switched data service for GSM network.

With the packet-switched technology, GPRS increases

data transmission speed from 9.6kbps to a maximum of

114kbps for uses in the mobile Internet.

It will allow GSM operators to take a share of the rapid

growth of Internet usage and position the cellular service as a mobile access to the

information society

For end-user GPRS Presents:

Always in connection with P or X.25 networks

Increased performance for up to 114 Kbps

Fast set-up/access time

End-user's Benefit

"Better price than current WAP" and "faster data

transmission speed" are the highly valued

features of GPRS

GPRS Radio Resources

Several end-users will share GPRS radio

resources, resulting in much better channel utilization than with circuit-switched data

communication. The user may remain connected as long as desired but is only charged

for the volume of data received and/or transmitted. GPRS uses radio channels to packet-

switched or circuit-switched traffic.

For the purpose of data communication purposes, packet-switching is superior to circuit-

switching due to its ability to transmit bursts of data. There is no need to reserve,

establish or keep a path open for data.

This results in faster call set-up time and allows users stay online indefinitely, while only

being charged for the amount of data actually transferred.

Micromax launches the World’s Best Mobile Phone, Micromax

W900 in the Indian market

Global digital technology leader, Micromax Electronics announced the launch of the

‘World’s Best Mobile Handset’, the W900 in the Indian market. The W900was selected

as the World’s Best Mobile Handset at the 3GSM Association World Congress at Cannes

in February 2005, amongst 480 initial entries. This new tri band, Mega pixel Digital

Integrator from Micromax combines a modern design, exceptional functionality and the

latest imaging technology.

Priced at Rs.22,499/-, the W900 integrates the pinnacle of Micromax’s industry leading

innovations in its soft touch slide up style, including 96MB of user memory; a 1.3 Mega

pixel camera; 2,62,000 color, 1.9 inch TFT LCD screen of the phone for remarkable color

and clarity of images; video recording and messaging; Blue tooth, email and sync

connectivity; 64 polyphonic ring tones; an enhanced voice clarity speakerphone; and an

MP3 Player music player making the W900 the most valuable companion in the industry.

The W900 besides supporting messaging in Hindi, Marathi, Tamil, Bengali and Punjabi,

is the first phone in the industry to support menu in Gujarati and Kannada language.

Announcing the launch of the W900 in the Indian market , states Mr. H C Ryu, Director,

Sales & Marketing (HHP), Micromax India, “We expect to fuel the growth of the colour

and camera phone segment in the country by launching our World Best, leading

technology, innovative products in the Indian market. We expect to achieve the No.1

position in the premium segment of the mobile handset market in the country by the Year

2007.” Micromax, which is a dominant player in the colour phone market in the country,

expects 80% of its handset sales this Year to come from the colour phone segment. “We

plan to sustain the excitement in the marketplace by launching new, leading technology ,

wow models every quarter.” states Mr. Ryu. In the first Quarter itself, the Company has

introduced 8 new handset models in the country.

Team Micromax’ members launch the World’s Best Mobile Phone- Micromax

W900 at the LIFW 2008

Irfan Pathan, Mohd Kaif and Virender Sehwag participate

New Delhi, 21st April 2005: Team Micromax cricketers - Irfan Pathan, Mohd. Kaif and

Virendra Sehwag will launch the World’s Best Handset, Micromax W900 during the

Micromax Show at the Lakme India Fashion Week. The Micromax W900 Mobile

Handset has been rated as the ‘World’s Best Mobile phone’ by the 3GSM Association

World Congress held at Cannes in February 2005. The Theme for the Micromax Show is

‘The Best Thing Says Everything’ in keeping with the positioning of Micromax W900 -

Micromax’s latest and path-breaking mobile phone.

Leading Fashion designers - Manish Arora, Nandita Basu, Nikhil& Shantanu, Rohit

Gandhi & Rahul Khanna and Rina Dhaka are coming together to create a sparkling and

magnificent Show this evening. Leading models like Fluer, Nina, Sapna, Sampada, Binal,

Sonalika Sahay, Neha Kapur, Tupur, Michelle, Poonam, Laxmi, Shivani Kapur, Deepika

Padukone, Moni Kangana Dutta and Nolana will participate in the Show, which is being

choreographed by Harmeet Bajaj.

PRODUCT | X505

Form Factor Bar StyleBand GSM/EGPRS/ 900/1800/1900Dimensions 104.8mm*56mm*12.9mmDisplay 7.1cms TFT QVGA(240*320)

Full Touch ScreenCamera 2.0 MPMusic Multi Format Music Player3.5mm Jack YesOpera Mini Yes, integratedNimbuzz Yes Snaptu YesStereo FM Radio YesVideo Player Yes(AVI/3GP/MP4)Video Recorder YesMessaging Yes, SMS /MMS/EMSGames YesBluetooth(A2DP) YesEmail YesJAVA YesEGPRS/WAP/MMS YesPhonebook Memory 1000Expandable Memory MIcroSD (upto 8GB)Battery Type Li-ion 900mAhTalk Time Up to 3 hours*Standby Time Up to 5 days *

PRODUCT X 600

Form Factor Bar Style

Band Dual GSM-Dual-Band (900/1800 MHz)

Weight 110g

Dimensions 113mm*56mm*12.7 mm

Display 262K TFT QVGA Screen (320*240 Pixels, 8.1cms)Full Touch keypad

Motion Sensor Yes, Gravity Sensor enabled

Camera

Yes, 2.0 MP

Music

Yes

Facebook Yes, integrated

Opera Mini Yes, integrated

Multi-Messenger Nimbuzz Yes

Stereo FM Radio Yes

Video Player Yes

Messaging        Yes, SMS /MMS

Email Yes

Bluetooth(A2DP) YesEDGE/GPRS/WAP/MMS

Yes

Phonebook Memory 1000

Battery Type Li-ion (1000mAh)

Talk Time Up to 5 hours*

PRODUCT Q3

Factor Bar Style

Band Dual GSM-Dual-Band (900/1800 MHz)

Weight 97g

Dimensions 111.2*61.2*13mm

Display 262K Color TFT (176*220 Pixels, 5.58cm)5-way navigation key with Full QWERTY keypad

Camera Yes, 1.3 MP

Music Multi Format Music Player (MP3 / AMR / MIDI / WAV)Background Music PlaybackFlight Mode

Stereo FM Radio/Recorder Yes

Speakerphone Yes

Messaging Yes, SMS / MMS

Games Yes

Bluetooth(A2DP) Yes

Conference Call Yes

Speed Dial Yes

STK Yes

GPRS/WAP/MMS Yes

Phonebook Memory 1000

SMS Memory 1000

Internal Memory 10MB

Expandable Memory MicroSD (upto 2GB)

Battery Type Li-ion 1000mAh

Talk Time Up to 4 hours*

Standby Time Up to 160 hours*

RESEARCH METHODOLOGY

Research is the systematic and objective search for the analysis of the information

relevant to the identification and solution of any problem in the field of channel

development. The objective behind this project was to get a deep insight into the answers

To the questions “what are the general problem faced by the subscribers and what they

expect from mobile handsets providers and study of current mobile market”.The object of

the survey were the mobile users of various mobile companies.

Methodology Used

The data was collected through both the primary as well as secondary sources. The

primary source of the data is the users of various mobile handset users. The sources of

secondary data are the websites and company catalogues.

RESEARCH OBJECTIVES

MAIN OBJECTIVE

o Analysis of current market scenario of mobile market with special reference to

MICROMAX IND.MOBILES.

SUB OBJECTIVES

o To study the satisfaction level of cellular users in Sahibabad.

o To study the buying behaviour of the customers.

o To understand the price sensitivity of the market in respect to the telecom

services.

o To identify customers opinion about Micromax Handsets.

o To identify the key buying factors which are used in hiring the telecom

services.

o To understand the various sales promotional schemes being offered by various

mobile handsets providers.

THE RESEARCH DESIGN

Steps followed for this research was:

1. Problem Formulation: This refers to transferring of the management problem

into a research problem. The management was “to gauge the behavior of

consumer in respect of mobile market.”

2. Research Method: It involves choosing either experimental or non-experimental

research. This research was non-experimental.

3. Research Design: It is the specification of the methods and procedures for

acquiring he information needed. It is overall operational pattern or framework of

the project that stimulates what information is to be collected, from which source

and by what procedure. The three types of design used are exploratory,

descriptive and causal for this research the descriptive design was used. This is

because it is marked by the prior formulation of specific research questions. It has

a preplanned and structure design. For descriptive study proposed data analysis

and project output are critical aspects. It was decided that the users of various

mobile companies would be used as the primary source of data.

4. Selection of data collection techniques: For this research the data was to be

collected was of primary as well as secondary nature. The source of primary data

was the user of various mobile companies. Thus the data collection was done

through a survey by using questionnaire technique. This consisted of an interview

and questionnaire. The questionnaire contained the questions relating hiring and

uses of different mobile handsets. The questionnaire was first pre tested and later

making certain necessary changes in modified it.

5. Sample Design: A sample chosen has to be representative of the population. For

this survey cluster and stratified sampling was used. The sample size was more

than 500 users and 50 retailers.

6. Data collection: At this stage the data is actually colleted according to the

decided technique of data collection. The questionnaire is main source for the

collection of data.

7. Analysis and interpretation: Data which has been obtained are seldom useful

to anyone, if it is not analyzed and interpreted in order, the breaking down of

constituent parts and the manipulating of the data and to obtain answer to the

research questions. Interpretations involve taking the result of analysis, making

inferences relevant to the research relationship studied and drawing conclusions

about these relationships.

8. Research report: The culmination of the research process is research report.

Methodology, report and recommendations for course of action are presented. The

two critical attribute of report are completeness and conciseness. Therefore these

attributes are conflicting; a balance has to be stuck between the two. On

presenting the research report to the management. The management should be

able to take decision on recommendations and conclusions of research.

METHODS OF DATA COLLECTION

The task of the data collection begins after research problem has been defined and

research design/plan chalked out. While deciding about the method of the data collection

to be used for study, the researcher should keep in mind two types of data primary and

secondary.

1. Sources of Data:

a) Primary Data: We collect primary data during the course of experiments in an

experimental research but in case do research of the descriptive type and perform

surveys, then we can obtain primary data either through observation or through

direct communication with the respondents in one form or another or through

personal interview.

b) Secondary Data: secondary data means data that are already available i.e. they

refer to the data which have already been collected by someone else. The sources

of secondary data in this project were the websites of various mobile providers,

catalogues of various mobiles, newspapers, magazines etc.

DATA ANALYSIS

Analysis of data is a process of inspecting, cleaning, transforming, and

modeling data with the goal of highlighting useful information, suggesting conclusions,

and supporting decision making. Data analysis has multiple facets and approaches,

encompassing diverse techniques under a variety of names, in different business, science,

and social science domains.

FINDINGS | AGE GROUP OF RESPONDENTS

Age Group Respondents Respondents (%)

15-25

26-35

36-45

above 45

38

27

19

16

FINDINGS | INCOME GROUP

Income Group (yearly) Respondents (%)

Less than 50000

50000-150000

150000-300000

300000 & above

48

25

16

11

FINDINGS | DURATION OF USING MOBILE

Duration of using mobile Respondents (%)

Less then one year

1-2 year

2-3 Year

3 & above

42

22

21

15

FINDINGS | USERS OF CAMERA

User of Camera Respondents (%)

Yes

No

47

53

Frequency Respondents (%)

Once in a Day

Once in two Day

Once in a Week

Occasionally

50

23

10

17

FINDINGS | AWRENESS ABOUT NEW LAUNCHINGS

Awareness Respondents (%)

Yes

No

42

58

Source of information Respondents (%)

Media

Retailer

Friends

others

46

30

18

6

FINDINGS | USERS OF MICROMAX

User of Micromax Respondents (%)

First time

Switch over

46

54

FINDINGS | REASON FOR GOING THE SERVICE OF MICROMAX

Reasons Respondents (%)

Good reputation

Low investment

Brand quality

Features

14

24

18

44

FINDINGS | AWARENESS ABOUT SERVICES PROVIDED BY MICROMAX

Good Reputation

Low initial Investment

Brand quality Features

Awareness Respondents (%)

Yes

No

Partially

65

25

10

FINDINGS | SWITCH OVER FROM

Switch over from Respondents (%)

Nokia

Sony Ericson

L.G

Motorola

Others

7

32

20

30

11

FINDINGS | MARKET SHARE

Market Share Respondents (%)

Nokia

Micromax

L.G

Sony Ericson

Motorola

48

29

12

5

6

FINDINGS | SATISFACTION LEVEL (L.G)

Satisfaction level Respondents (%)

Very satisfied

Satisfied

Neither/Nor

Dissatisfied

Highly Dissatisfied

22

48

15

8

7

FINDINGS AND ANALYSIS

Mostly people are attracted towards Micromax mobiles due to good reputation

and low initial investment in color and flip handsets.

More than 50% users have switched over to Nokia and others due to

unavailability of Connectivity and memory expansion devices.

Handset Dimensions (w×h×d) and excellent Build Quality are the perfect

consideration in Micromax Mobiles when buying a cell phone.

More than 50% users could not avail India-speaks facility due to lack of

knowledge about its function thus it reveal that is a desirable attribute of

Micromax Handsets.

Near about 30% color mobile users switch over to other mobiles due to their good

performance of standby time and talk time.

Ergonomics is very helpful to understand the interface in these mobiles and it also

makes customers.

More than 70% users are attracted to the support for cellular and multimedia

standards.

One feature that most of the users probably prefer more than anything else is light

weight of these handsets.

LIMITATION OF RESEARCH

This research was subjected to following limitation:

1. The survey can not be termed 100% accurate due to lack of time and time and

cost only 500 users and 50 retailers and whole sellers had been studied. Thus the

scope of study is limited in terms of no. of respondent.

2. The lack of candidness of respondent towards answering the questionnaire in few

cases may have reduced the accuracy of survey to some extent.

3. Despite the unbiased opinion and efforts the possibility of technical exceptions

cannot be ruled out.

4. The statistical analysis with various automated tools might have computational

errors.

CONCLUSIONS

Mobile has become an important part of people’s life and it is no more a luxury.

Sahibabad is highly competitive and price sensitive market as majority of

respondents want maximum services provided by company in low priced handsets.

The majority of respondents who use mobile are quite young.

There is a good scope for new entrants in this circle as the service provided by the

existing players are not up to the mark and subscribers want to try out new ones

provided they stand up to the customers expectations.

Numbers of color mobile users far out number B/W mobile users. And among the

color mobile users majority of them are camera mobile users.

As the circle comprises of mainly high standard areas with few big shopping malls,

subscribers want that the network coverage should extend up to shopping malls n

addition to the small markets and roads.

MMS and Bluetooth functions are fast becoming popular with the mobile users. In

fact these are becoming a criterion for choosing a mobile handset.

Majority of respondents perceives Micromax as the best color mobile provider. It

commands high respect and favorable image amongst the mobile users.

RECOMMENDATIONS

Sagar is a highly competitive and price sensitive market, which is having better

shopping malls and markets, hence a suitable marketing strategy, needs to be

formulated taking into consideration the advertising and price factor.

As the numbers of mobile users are relatively young, marketing strategy should be

more focused on this age group.

One of the drawbacks of Micromax brand in this market could be its common flavor

not metro flavor. Hence to succeed in this market it need to reposition itself as the

premium brand.

Since customer education about new launchings and facilities provided in handsets is

the major problem faced by most of the mobile users, Micromax needs to take extra

efforts for promptness in customer education to win and retain users.

Micromax needs to prune up its advertising campaign to increase its visibility further

as one of its competitors’ visibility is high.

Bluetooth and other connectivity services are fast emerging as an important area of

mobile service. Therefore, Micromax should come up with these relevant services

from time to time differentiate its product and to generate additional revenue.

Micromax should give high priority to customer service and satisfaction as your

satisfied customers do the best advertisement.

BIBILIOGRAPHY

Reference Book-

1) Kothari C.R. Research Methodology

2) Kotlar Philip Marketing Management

3) Kotlar and Armstrong Principles of Marketing

4) Intelligent computing CHIP, Volume 1, Issue 3

website used-

1. www.in.Micromaxmobile.com

2. wap.in.Micromaxmobile.com

3. www.Micromax.org

4. www.chip-india.com

CONSUMER QUESTIONNAIRE

1) Which mobile do you have?

a. L.G f. SIEMENS

b. MICROMAX g. PANASONIC

c. NOKIA

d. SONY ERICSON

e. MOTOROLA

2) Since how long have you been using mobile?

a. Less then one year

b. 1-2 Year

c. 2-3 Year

d. 3Year and above

3) What your motive behind using mobile?

a. Communication due to extensive mobility

b. Snob value

c. Good facility as compare to PNT phones

d. Others (specify if any)

4) Which handset do you own?

COMPANY GSM CDMA

L.G

MICROMAX

NOKIA

SONY ERICSON

MOTORALA

5) Are you the first time user of the mobile company? or

Have you availed services of some other mobile ?

a. First time

b. Switch over

c. Both

If switch over specify company name

[1] L.G [2] SONY ERICSON [3] NOKIA [4] MOTOROLA

6) Which attribute characteristic have you most preferred?

Attribute

a. Good reputation

b. Low investement

c. Warrenty& sup.

d. Connectivity

e. Weight

f. Display

g. Ergonomics

h. Camera video

i. Battery backup

j. IRDA/ Blootooth

k. Sup. Language

l. Brand equity

7) According to you what are the negatives in your handset?

Please mention if any

(----------------------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------------------

--------------------------------------------------------)

CONTENTS

Preface

Acknowledgement

Declaration by the candidate

Certificate

Introduction of Micromax Mobile

Product profile

Objectives of the Study

Research methodology

Data analysis & interpretation

Finding

Limitation

Suggestion

Conclusion

Bibliography

Questionnaire

CERTIFICATE

The project report titled PRODUCT PROFILE SURVEY of

“Micromax Mobile” in Sagar City Prepared by Priyank Haryani,

under the guidance and supervision of Ms. Deepti Shivdasan,

(Lecturer OF B.B.A. Deptt., SSHCJ IMR, SAGAR) for the partial

fulfillment of the degree of Bachelor of Business Administration is

satisfactory in respect of :-

Comments By Supervisor Head of Deptt. Examiner

1. Contents and presentation

of the subject matter

2. Language

3. Embodies the original work

of the candidate.

4. Submission within due date

Signature of Examiner Signature of Supervisor

Signature of H.O.D.

DECLARATION BY CANDIDATE

I declare that the project report on PRODUCT PROFILE

SURVEY of “MICROMAX MOBILE” in Sagar City is my own

work, conduct under the supervision of Ms. Deepti Shivdasan,

(Lecturer OF B.B.A. Deptt., SSHCJ IMR, SAGAR) Affiliated to Dr. Hari

Singh Gour University, Sagar .To the best of my knowledge the

report does not contain any work which has been submitted

for the award of any degree, anywhere.

Signature of the Candidate

PRIYANK HARYANIBBA 2nd SEM.

ACKNOWLEDGEMENTS

I wish to express my deep sense of gratitude to all those who

generously helped in successful completion of this research work by

sharing their valuable time and knowledge. A great deal of

motivation, direction and hard work was require to complete the

report, but the precious guidance provided by my teachers made this

job enjoyable and a nice learning experience.

It is my proud privilege to express my deep sense regards to the

Mr. Ajay Dwivedi, (Assistance Lecturer OF B.B.A. Deptt., SSHCJ IMR,

SAGAR), affiliated Dr. Hari Singh Gour Vishwavidhyalaya, Sagar for

giving me opportunity to prepare a project report on the PRODUCT

PROFILE SURVEY of “Micromax Mobile” in Sagar City , which I have

done. I express my deep sense of gratitude to Ms. Deepti Shivdasan,

(Lecturer OF B.B.A. Deptt., SSHCJ IMR, SAGAR), for her constant

encouragement, guidance and her valuable suggestion to under take

this study.

I am also grateful to my faculty members, customers, friends

and family members for their outstanding support and guidance.

Priyank Haryani

B. B. A. 2nd SEM.

OBJECTIVES

To study the satisfaction level of Micromax Mobile in Sagar

City.

To study the buying behaviour of the customers.

To understand the price sensitivity of the market in respect to

the telecom services.

To identify customers opinion about Micromax Handsets.

To identify the key buying factors which are used in hiring the

telecom services?

To understand the various sales promotional schemes being

offered by various mobile handsets providers.